Happy New Year!
It is 2018, so we figured what better time to reflect on 2017. Last year, we noticed a lot of cool things happening in the CRM world, which we hope means there is even more to come this year!
Here are the top trends we spotted in 2017:
In 2017, there was a significant number of companies who began incorporating artificial intelligence capabilities (either available now or in the road map for the near future). This was a noticeable trend as it indicated a recognition of AI not as new hype; but an important part of the future of technology.
Account Based Marketing
Account Based Marketing (ABM) showed up in a large number of CRM platforms – either as a product offering or as something that was a new part of the marketing strategy of multiple companies. Also known as key account marketing, ABM is a strategic approach to business marketing in which an organization considers and communicates with individual prospect or customer accounts as markets of one.
The buzz of predictive analytics (PA) has been going around the CRM space for years. In 2017, we finally saw the real integration of PA into CRM platforms, allowing for future value calculations that will lead to more powerful monetization methods.
Today’s customers are increasingly savvy and well prepared to filter their marketing messages. In this environment, it is critical to break through the marketing clutter and gain customers attention and trust. In 2017, we witnessed just that: a surge in technologies for real-time hyper-targeting, catering to micro-segments of customers and embodying the vision of contextual marketing: targeting every customer with the right message, on the right channel, at the right time.
Due to the unsurpassed popularity of social platforms, CRM had a need to truly harness social media for customer marketing. 2017 was a big year for social CRM, with growing retention activities on all social channels and a deepening emphasis on social influence and sentiment analysis.
Integration, Integration, Integration
Finally, there were significant integration efforts and partnerships in 2017, with the bulk of them geared toward technical integration of marketing and sales applications and/or value add sales tools, or sales and customer service integration.